Amazon cover image
Image from Amazon.com

Latinos, Inc. : the marketing and making of a people / Arlene Dávila.

By: Material type: TextTextPublication details: Berkeley, CA : University of California Press, c2001.Description: xv, 287 p. : ill. ; 24 cmISBN:
  • 0520227247 (paper : alk. paper)
Subject(s):
Contents:
Introduction. Mediating identities ; Advertising: the privilege of commercial discourse ; Hispanic/Latino ; Following the corporate intellectual: doing fieldwork on a fieldless site -- "Don't panic, I'm Hispanic": the trends and economy of cultural flows. Shaping Hispanidad from Latin America ; The ethnic division of cultural labor ; The category that made us the same ; Global trends segmenting and containing the market -- Knowledge: facts and fictions of a people as market. The turn to research ; Maneuvers in the markets ; And don't forget that we all eat rice and beans (or, Habichuelas, porotes, frijoles ...) -- Images: producing culture for the market. The nation ; The values ; Nationalism, nostalgia, and ethnic pride ; The Latin look and "Walter Cronkite Spanish" ; "The nation and its fragments" -- Screening the image. Through corporate eyes ; The virginal mom and other negotiations ; Identity politics ; The real or wannabe Hispanic -- Language and culture in the media battle zone. Univision: toward one vision/one culture ; The price of synergy ; Telemundo: "The best of both worlds" ; The terrain of Latinidad: toward the best of one or two worlds? -- The focus (or fuck us) group: consumers talk back, or do they? The focus group ; Quandaries of representation ; Culture and color -- Selling marginality: the business of culture. Marking African Americans: marketing "by any means necessary" ; Marketing to the model minority consumer ; Sensitive people, docile customers.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Books (30-Day Checkout) Books (30-Day Checkout) Nash Library General Stacks HF5415.33.U6D38 2001 1 Available 33710000888201

Includes bibliographical references (p. 259-280) and index.

Introduction. Mediating identities ; Advertising: the privilege of commercial discourse ; Hispanic/Latino ; Following the corporate intellectual: doing fieldwork on a fieldless site -- "Don't panic, I'm Hispanic": the trends and economy of cultural flows. Shaping Hispanidad from Latin America ; The ethnic division of cultural labor ; The category that made us the same ; Global trends segmenting and containing the market -- Knowledge: facts and fictions of a people as market. The turn to research ; Maneuvers in the markets ; And don't forget that we all eat rice and beans (or, Habichuelas, porotes, frijoles ...) -- Images: producing culture for the market. The nation ; The values ; Nationalism, nostalgia, and ethnic pride ; The Latin look and "Walter Cronkite Spanish" ; "The nation and its fragments" -- Screening the image. Through corporate eyes ; The virginal mom and other negotiations ; Identity politics ; The real or wannabe Hispanic -- Language and culture in the media battle zone. Univision: toward one vision/one culture ; The price of synergy ; Telemundo: "The best of both worlds" ; The terrain of Latinidad: toward the best of one or two worlds? -- The focus (or fuck us) group: consumers talk back, or do they? The focus group ; Quandaries of representation ; Culture and color -- Selling marginality: the business of culture. Marking African Americans: marketing "by any means necessary" ; Marketing to the model minority consumer ; Sensitive people, docile customers.